content marketing

We’re now weeks away from the official start of summer here in the northern hemisphere. In theory, we should slow down and spend more time outdoors enjoying our natural surroundings. Everything is supposed to be lighter during summer months—the days, clothing, meals and ambitions. As such, our consumption of media often takes a hiatus from heavy material, too. That’s why this month I’m recommending content that left me smiling (and one bonus that didn’t but...

Where Will This Summer Lead You?

Which content marketing resources by B2Bs selling pricey technology solutions should be available to customers on demand? First, marketers must realize that their target decision-makers still span three generations (Millennials, Gen Xers and Baby Boomers)—dominators of the U.S. labor force. Second, marketers must understand buyers’ unique decision-making process based on their generation. MarketingSherpa reports that Arketi Group recently surveyed managers and executives from telecommunications, technology, education, finance, healthcare, manufacturing, government and business services industries. The...

Selling Tech: Understanding Each Generation’s Decision Process

I will never donate to certain charities. It’s not that I don’t support their missions; it’s because they keep asking my dead parents for money. After numerous attempts to halt the haunting mail through the U.S. postal service, email and phone requests, the solicitations keep coming— now to my home address 1,500 miles away from where my parents once lived. I don’t ever want my survivors to experience the same emotional pain from such persistence....

List Management in the GDPR Era

Many years ago, I served on focus groups evaluating everything from knee braces and showerheads to ice cream and pasta sauce. It was clear during introductions that we each represented a different consumer. No surprise, we produced a wide range of responses. Sometimes the room remained divided; other instances, a consensus formed as we collectively considered all factors. I thought of those sessions when reading about the latest PR debacle at Google. The search giant...

Who’s Providing Feedback on Your Content Marketing?

In recent weeks, I’ve read and watched tales of two very different entrepreneurs who both led their companies to calamity. They marketed a product or event well before it was ready in order to gain publicity and investors. In both instances, a contractor (among many others) hired to do marketing eventually challenged the CEOs to prove they could do as advertised or pull back on claims. This is perhaps one of the prickly parts of being...

Marketers vs. Makers: What Happens When They Don’t Play Well Together

November 2018

The Price of Privacy

We thought we’d offer a break from all the U.S. elections coverage to focus on what some elected officials recently did in our area of expertise: privacy and cybersecurity. Several legislators have introduced consumer data protection laws, but so far only one major bill has passed at the state, versus federal, level. Earlier this year, California legislators passed the nation’s most stringent consumer privacy law to date. It’s modeled in the image of the European...

The Price of Privacy

When the #deletefacebook movement erupted, my business partner Maureen joked, “Perhaps we’ll soon follow up our ‘Why We Dumped Twitter’ post with one about why we dropped Facebook.” But we haven’t dropped Facebook, at least not yet. Yes, our engagement stats recently dropped significantly, even before the Cambridge Analytica scandal, which highlighted just how loose Facebook’s privacy policies have been and how invasive its business model really is. Some of the drop-off is basic attribution;...

Why We Haven’t Dropped Facebook…Yet

If you’re spending the majority of your resources writing audacious advertising claims to promote your brand, products and services, then stop. In the age of self-educating customers, you need to be offering high-quality content that’s educational, thoughtful and entertaining. Here’s six tips on how to redirect your marketing efforts for effective results. 1. Know thy brand strategy. Your company’s ultimate purpose for existing (beyond making money) and your target customer are at the core of...

Six Tips to Make Your Content Educational, Thoughtful, Entertaining and Effective

I have a friend who routinely keeps her cars in great condition even after they surpass the 200,000-, 300,000- and, once, 400,00-mileage mark. She swears the key to her automobile longevity is maintenance. She routinely gets tune-ups and oil changes on a set schedule – even when a manufacturer’s recommendation seems excessive. A car isn’t the same as content marketing, but they do have something in common: both need routine maintenance to keep working as...

Is Your Content in Need of a Tune-Up?

As a marketer, you fully understand that today’s buying process demands more content production in order to feed self-educating purchasers with irresistible narratives throughout the buyer’s journey. You are flush with appealing content ideas that will attract, engage, convert and nurture your target audience. Implementation, however, is another issue. Audiences want content that provides real value and has emotional appeal. There’s likely wonderful stories to tell about how your team, products or services helped solve...

Closing the Content Marketing Implementation Gap